Don’t Forget the Beer on Your Way to Coachella

By Josh Agate |
April 18, 2012 |
0 Comments |

The Coachella Music Festival is best known for its outstanding music lineup and other recreational activities, but everyone’s favorite sudsy beverage also has a presence. Heineken was tapped the official beer sponsor, which means there will be a large number of green cans floating around the event.

Heineken is pulling out all the stops this year with the release of the Heineken Cold Storage Room, which allows campers to have a reliable source for icy cold brews.

Features Include:

Security! Accessing your brews requires a name and finger print

Ability to store up to 2 cases of your favorite Green cans

Each patron’s deposit is inventoried, cold stored, and accessible at any time

While Heineken tries to improve the beer drinker’s experience at Coachella, one group is hard at work trying to get their foot in the door. Golden Road Brewery is relying on guerilla tactics to try and get their brews in the hands of concert goers. Like others before them, this craft brewery is entrenched in the Craft Beer in a Can Revolution (see: Major Craft Breweries Join Canned Beer Apocalypse).

This Los Angeles based brewery knows the terrain of Indio, California well and is working on a swift infiltration of the event. Golden Road has set up a number of tastings in the immediate vicinity around the event in order to share the joy of local craft beer. The Golden Road staff will be taking over a local hotspot, Burgers & Beer, for those that are traveling through the area and want to grab a bite to eat. They will also be holding beer tastings at two Albertsons’ locations, which serve as one of the last places to buy beer before heading to the music festival. Per Coachella rules, campers are only allowed to bring one case per person to the event.

Hopefully there will be plenty of “Golden Road Hefeweizen” and “Point the Way IPA” in addition to all of the green cans. Just don’t try and check your craft brew into the Heineken Cold Storage Room. We here at Beer-Universe recommend a more traditional approach: filling your cooler full of craft beer and topping with ice.

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